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Johnny Morris A Business Visionary and Conservation Leader
Johnny (John L) Morris, founder and CEO of Bass Pro Shops, got his start in 1972 by selling
fishing tackle out of the back of his father’s store. Since then, Johnny has earned a reputation as
one of the most visionary and influential retailers of the last 50 years. Today he is known as a
retail and travel destination pioneer.
The Beginning
Johnny’s values were strongly shaped by his parents. Both were
born in 1911 to very humble beginnings in the heart of the Ozarks
in Willard, Missouri. His mother Genny was one of ten children
growing up in a two-bedroom house. His father John A. Morris
grew up poor and was raised primarily by his Great Aunt. A
decorated World War II veteran, he proudly served his country and
participated in the Battle of the Bulge. Afterward he returned home
to Missouri and became a successful merchant in the Springfield
area.
Johnny’s parents both loved to hunt and fish and soon shared their
passions with their son. From an early age, Johnny understood how
fishing and hunting fostered a special respect and appreciation for
nature and wildlife.
At age 21, Johnny fell in love with the emerging sport of bass
fishing and spent five years on the professional circuit. After noticing growing interest in the
sport, Johnny started Bass Pro Shops with eight square feet of space in the back of his father's
liquor store in Springfield, Missouri, the company’s sole location for the first 13 years of
business. Johnny’s passion for the outdoors and his feel for the products and shopping
experiences desired by outdoor enthusiasts helped transform the industry.
Johnny with his father and mentor John A. Morris
A young Johnny Morris with father John A, mother Genny and Uncle Charles fishing in the Ozarks at the "pot hole" below the Power Site Dam on the famous White River.
Legendary pro anglers Bill Dance, Johnny Morris and team at the original Bass Pro Shops store grand opening.
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Retail: Bass Pro Shops
Johnny pioneered the concept of
destination retail and created an outdoor
gear enterprise that is one of the most
beloved and well-recognized brands in
North America. Today, Bass Pro Shops
has 200 retail stores and marine centers
across North America that welcome more
than 200 million visitors annually.
Bass Pro Shops locations are more than just stores – they are true destination experiences that
draw tourists and visitors from across the county. Today Bass Pro Shops stores are the number
one tourist destinations in three states –including its flagship “grandaddy” store in Springfield,
Missouri that welcomes more than four million visitors annually – and in the top five tourist
destinations in nine states.
In addition to giant aquariums teeming with live fish and extensive wildlife mounts and
dioramas, many locations feature unique restaurants and entertainment. Another Morris creation
is Uncle Buck’s Fishbowl and Grill, nautical-themed underwater restaurants with ocean-
themed bowling adventures.
Bass Pro Shops at the Pyramid
Bass Pro Shops at the Pyramid,
one of the most dynamic,
immersive retail experiences in
the world, opened in downtown
Memphis in 2015. Located along
the banks of the Mississippi
River, Morris and his team
transformed the massive sports
arena into a national “must-see”
experience for families and
outdoor enthusiasts. In addition to
a vast assortment of outdoor gear,
the Pyramid includes a wilderness-themed hotel called Big Cypress Lodge, nearly 600,000
gallons of water features, a cypress swamp with 100-foot-tall trees, the interactive Ducks
Unlimited National Waterfowling Heritage Center, and The Lookout, a glass-floored
cantilevering observation deck at the top of the 32-story steel Pyramid. More than three million
visitors experienced the Pyramid in its first year of operation.
A fish tale in the making, Johnny contemplated the project while fishing in the shadow of the
Pyramid with longtime friend Bill Dance – a world-famous fisherman and local Memphian – as
well as the late Jack Emmitt, the company’s first fishing manager. Johnny said if they caught a
30-pound or heavier catfish that day he would commit to the Pyramid transformation. As the
legend goes, they caught a 34-pound catfish and the rest is history. A tribute to the story and the
legacy of world-renowned fisherman Bill Dance can be found in the grand entrance of the
Pyramid.
Bass Pro Shops at the iconic Memphis Pyramid stands more than 300 feet tall with a visitor observation deck at its apex.
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Manufacturing: Tracker Boats and White River Marine Group
In 1978, Johnny Morris revolutionized the marine
industry when he introduced Bass Tracker, the
world’s first “fish ready” professionally rigged and
nationally marketed boat, motor and trailer package.
For the first time, fishermen could buy quality
fishing boats “factory direct” at tremendous savings,
allowing thousands of families to access the water
for the first time. The development allowed Tracker
to compete aggressively against larger, more
established brands.
• For 40 years running, Tracker has remained the number one selling fishing boat
brand in America. In 2010, Tracker Marine Group surpassed Brunswick to become
the leading boat manufacturer in the world.
• Today, the company’s Ascend kayaks are the number-one selling kayak brand in
the world.
• In 2015, the company acquired Fishing Holdings, LLC, a leading manufacturer of
premier fishing boat brands, including Ranger, Stratos and Triton along with an industry-
leading dealer network and formed White River Marine Group.
Today the White River Marine Group family of brands includes:
Hospitality: Big Cedar Lodge, America’s Premier Wilderness Resort
Almost 30 years ago Morris began development on what is now Big Cedar Lodge. Today the
nature-based resort hosts more than one million guests annually. Nestled in its own wooded
hollow on more than 4,600 acres, Big Cedar Lodge rests on the shores the sparkling 50,000-acre
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Table Rock Lake and features a collection of lodges, cottages and cabins rooted in rustic
elegance that come with all the modern comforts. Big Cedar also offers four restaurants, a world-
class spa, five swimming pools, more than 20,000 square feet of flexible meeting space, and
dynamic land and water adventures ranging from bass fishing, water skiing and lake cruises to
campfire wagon tours and horseback riding. Big Cedar is rapidly emerging as a premier golf
destination with a number of breathtaking courses designed by renowned architects including
Tom Fazio, Arnold Palmer, Gary Player, Jack Nicklaus and coming soon, a new course by Coore
and Crenshaw, and the first ever public access championship course designed by Tiger Woods.
• Voted “Number One Resort in the Midwest” by Travel + Leisure, 2016, 2017, 2018
• World’s Best Awards: #25 Best U.S. Hotel for Families, Travel + Leisure, 2013
• Readers’ Choice Awards: #2 Top Resort in the Midwest, Conde Nast Traveler, 2013
• Top 10 Resorts in the Country, Southern Living, 2011
A Bright Future: Uniting with Cabela’s
In September 2017 Johnny completed ambitious plans for the next exciting chapter in Bass Pro
Shops history – uniting with Cabela’s and bringing together two iconic American outdoor
companies with similar humble origins and a shared goal to better serve those who love the
outdoors.
Founded in 1961 by Dick, Mary and Jim Cabela, Cabela’s is a highly-respected retailer of
hunting, fishing, camping, shooting sports and related outdoor merchandise with locations across
North America.
Bass Pro Shops, Cabela’s and White River Marine Group represent the best of American
entrepreneurship, innovation and devotion to customers. The combined companies will strive to
provide a remarkably enhanced experience for customers, increased opportunities for team
members and greater support for conservation activities.
Johnny shared his thoughts about the opportunity in a letter to all associates and customers:
“The story of each of these companies could only have happened in America, made
possible by the uniquely American free enterprise system. It also represents a significant
opportunity to create a lasting impact on conservation for generations to come.”
“Conservation is at the heart and soul of Bass Pro Shops. Bass Pro Shops and Cabela’s
share a steadfast belief that the future of our industry and the outdoor sports we love
depends - more than anything else - on how we manage our natural resources. By
combining our efforts, we can have a profound positive impact on the conservation
challenges of our day and help foster the next generation of outdoor enthusiasts.”
Select Business Awards and Recognition
John’s visionary spirit and entrepreneurial success has been recognized by a number of
organizations. For example:
In 1996, Johnny received the Missourian Hall of Fame Award. This award
recognizes individuals who have been an outstanding contributor to the economic and
business life and/or the arts and sciences of the state of Missouri and its communities.
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In 1998, Johnny was inducted into the National Sporting Goods Association Sporting
Goods Industry Hall of Fame.
In 2008, the National Retail Federation named Johnny Retail Innovator of the Year.
In 2014, the Missouri Division of Tourism inducted Johnny into the Missouri
Tourism Hall of Fame.
In 2015, The National Retail Federation Foundation named Johnny as one of “25
People Shaping the Future of Retail.”
In 2015, Forbes Magazine named Bass Pro Shops one of America’s Best Employers
for its excellence as an employee-focused company.
In 2016, Springfield Public School District inducted Johnny into the Springfield
Public Schools Hall of Fame for his impact advancing nature-based youth education
thanks to partnerships like the Wonders of the Ozarks Learning Facility (WOLF)
School. Founded by Morris and operated in partnership with Springfield Public
Schools, Missouri Department of Conservation and Bass Pro Shops, The WOLF
School is a national model for outdoors education. The school educates and inspires
future conservation leaders by offering deserving fifth-grade students a full-time
curriculum for an entire school year.
In 2016, the local business community in partnership with Ozarks Technical
Community College (OTC) recognized Johnny with its 2016 “Excellence in
Business” Award. Recipients are selected based on entrepreneurial success,
innovative business growth, ability to overcome challenges with integrity, supporter of
educational development, customer-driven quality and community achievement within
the Ozarks.
In 2017, Forbes Magazine named Bass Pro Shops as one of America’s Most
Reputable Companies in recognition of the public’s trust in the organization.
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Johnny Morris One of America’s Foremost Conservation Leaders
In conservation circles Bass Pro Shops founder Johnny
Morris is often referred to as a modern-day Teddy
Roosevelt for his leadership, personal commitment and
dedication to conservation efforts.
A conservationist at heart, Johnny Morris recognized
the need for citizens to take a strong position in the
careful management and use of our natural resources.
Using his entrepreneurial success as a platform for that
cause, he has contributed heavily both in time and
resources to many significant conservation
organizations and initiatives.
Today he is one of the country’s leaders working to
ensure natural habitats, wildlife and the outdoors
remain healthy and abundant for future generations to
protect and enjoy, having established a significant
personal legacy that spans national initiatives and
extensive partnerships supporting conservation
organizations.
Conservation and Community Initiatives
More than 40 years after Johnny began helping people connect with nature through a tiny bait
shop, today Johnny and his companies continue to make a significant impact in communities and
the future of conservation with a mission to inspire everyone to enjoy, love and conserve the
great outdoors. Key initiatives include:
• Conserving wildlife and habitat – By partnering with leading conservation
organizations including Ducks Unlimited, National Wild Turkey Federation, Rocky
Mountain Elk Foundation and more, Bass Pro Shops has helped restore millions of acres
of wildlife habitat across North America.
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• Connecting kids and families to nature – 100,000 kids caught a fish at Bass Pro Shops-
sponsored events last year helping to foster the next generation of outdoor stewards.
• Inspiring new audiences to discover the outdoors – Bass Pro Shops is an industry
leader in attracting diverse audiences to outdoor activities. Extensive outreach programs
are designed to engage multicultural and urban audiences through youth mentoring
experiences like Teach a Child to Fish, an innovative nonprofit organization founded by
former NFL player Kendall Newson that teaches and mentors youth through fishing
programs, as well as Kids Across America, empowering urban youth and their mentors
through camping and education.
• Protecting sportsmen’s rights through access and advocacy efforts – Working with
nonprofit partners, public agencies and private coalitions, Bass Pro helps expand outdoor
recreation access, protect our outdoor heritage and second amendment rights and advance
polices that will create a bright future for wildlife and everyone who enjoys it.
• Disaster relief efforts – Bass Pro Shops provides support directly to the front lines of
disaster areas where it has the most impact in partnership with Convoy of Hope and the
American Red Cross. By offering useful products, financial assistance and a caring hand,
Bass Pro Shops helps people across the country get back on their feet.
• Supporting our community – Bass Pro Shops strives to give back to the communities it
serves with more than 200,000 products donated to local youth-focused nonprofit
organizations like the Boys & Girls Club and Boy Scouts of America in the past five
years.
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Supporting Military Servicemen and Veterans
Bass Pro Shops has a strong affinity for the armed forces and their families, a value that starts
with visionary founder Johnny Morris. Four years ago, Johnny was awarded the prestigious
Order of Saint Maurice by the National Infantry Association in support of his outstanding
contributions to the Army Infantry. His lifelong respect and gratitude to servicemen was strongly
shaped by his father, a decorated World War II veteran who proudly served his country in the
Battle of the Bulge.
These values continue to shape Bass Pro Shops today. We are deeply involved in programs that
honor and celebrate our brave men and women in uniform. A few key initiatives include:
• Donating $1.5 million to establish a series of memorials honoring heroes at the
College of the Ozarks campus in nearby Hollister, Missouri including a Vietnam War
Memorial in 2014, a Gold Star Families Memorial Monument and a new Korean War
Memorial unveiled in spring 2018.
• Recruiting veterans to join our team, with nearly ten percent of our workforce
comprised of veterans from the armed services.
• Significantly contributing to AmVets and USO through our oldest and most popular
customer round-up programs during the busy holiday shopping season.
• Hosting events that help recovering veterans connect with nature including Fishing
Dreams, special fishing tournaments for disabled veterans.
• Offering a ‘Legendary Salute’ for servicemen and women in Bass Pro and Cabela’s
locations across the country with nearly a million discounted transactions in the past year.
• Bass Pro donated $750,000 to benefit the nonprofit George W. Bush Presidential
Center’s military service initiative focused on helping post-9/11 veterans and their
families make a successful transition to civilian life and addressing veteran wellness
issues. The program includes displaying President Bush’s Portraits of Courage traveling
exhibition.
While we can never thank veterans enough for their sacrifices, we proudly honor and celebrate
them every day. Johnny Morris and the extended Bass Pro family across the country say thank
you to our armed forces, veterans and their families for everything you do to protect our
freedoms.
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Key Initiatives, Conservation Leadership Efforts and Recognitions
1988 Johnny Morris appointed to the board of National Fish and Wildlife Foundation
by President Ronald Reagan – one of the foremost conservation organizations in the
world with an annual budget averaging $220 million supporting on-the-ground
initiatives – Johnny served six years including three as chairman. During his tenure as
chairman, the organization greatly expanded its fisheries initiatives and minority
outreach to help provide fishing opportunities and education in underserved urban
communities.
1990 Teddy Roosevelt Conservationist Award presented to John by former President
George H.W. Bush in a special ceremony at the White House.
1990 National Conservation Achievement Award from the Wildlife Legislative Fund of
America
1990 -
2001
Board of Trustees member, International Game Fish Association in their worldwide
efforts to enhance marine conservation.
1992 Inducted into the Sportfishing Hall of Fame
1992 Recipient of the Fisherman of the Year Award from the Sport Fishing Institute
considered one of the top fishing conservation organizations in the world presented at a
special ceremony with President George H.W. Bush at the White House
1992 Johnny committed a $1 million donation to Kids Across America, a nonprofit
Christian mentorship program that empowers primarily minority youth through
boating, camping and education programs on Table Rock Lake in the Ozark Mountains.
1992 -
1995
Served as the Chairman of the Fundraising Committee for the University of
Missouri’s School of Forestry, Fishery and Wildlife’s successful $13 million Natural
Resource Building Capital Campaign
1993 Master Conservationist Award from the Missouri Department of Conservation. Only
36 others have received this prestigious award in its 75-year history.
1995 Commencement speaker, University of Missouri School of Natural Resources
1995 Served as chairman of the National Wild Turkey Federation’s Annual Convention
Nashville.
1995 Johnny was the first conservationist to be honored with the International Conservation
Achievement Award.
1995 -
2005
Board member for Save Our Everglades, an organization dedicated to restoring the
ecosystem of the Everglades and Florida Bay.
1996 International Association of Fish and Wildlife Agencies President’s Award presented
in ceremonies at the IAFWA meeting by President Jerry Presley and Department of
Interior Secretary Bruce Babbit, recognizing conservation leadership and proactive
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support for the Teaming With Wildlife, Wildlife Diversity Initiative.
1996 Honored by the Missouri Department of Natural Resources for Land Reclamation
Excellence at TEBO Conservation Area
1996 One of ten conservationists invited by President Clinton to develop the action plan to
restore and protect the Florida Everglades and Florida Bay.
1998 Nominated for the Budweiser “Outdoorsman of the Year” Award by the National Fish
& Wildlife Foundation.
1999 Awarded the John James Audubon Environmental Steward Award by Audubon
International. This award recognized leading citizens in the area of conservation and
conservation protection.
2001 Awarded the Wildlife Stewardship Award, presented by the Conservation Fund. This
award recognized outstanding leadership in wildlife habitat conservation. This award
has been presented to seven exemplary individuals who have championed land
conservation in the past 20 years.
2002 Inducted into the Professional Bass Fishing Hall of Fame
2004 Morris received the Conservationist of the Year Award from the Rocky Mountain Elk
Foundation.
2005 Corporate Achievement Award presented by the National Wild Turkey Federation.
This award honors a corporate partner that has been outstanding in efforts to promote
wild turkey conservation and hunting.
2005 Inducted into the International Game Fish Association Hall of Fame
2005 Honor Roll Award presented by the Izaak Walton League of America. This
prestigious award is given to an individual, group or organization in recognition of
outstanding accomplishments promoting solution-oriented conservation and the
responsible stewardship of our natural resources.
2005 Appointed by President George W. Bush to the Presidential Delegation for the XIX
Olympic Games along with Lance Armstrong, Cal Ripken, Jr., Colin Powell, Sheryl
Swoopes, Darrell Waltrip and US Secretary of the Interior Gale A. Norton
2006 Lynn Boykin Hunting Heritage Award, the highest award presented by the National
Wild Turkey Federation. The award was presented to Johnny for his dedication to
conservation, as well as securing the future of hunting for others.
2007 International Game Fish Association Conservation Award for significant and
outstanding contributions to the cause of conservation in the freshwater, saltwater and
fly fishing communities.
2007 Morris’ vision helped launch America’s first National Fish Habitat Partnership and
action plan through a demonstration project with the U.S. Army Corps of Engineers,
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which ranks first amongst federal providers of outdoor recreation and hosts 33 percent
of all freshwater fishing outings. Since the launch, the partnership has completed 599
projects spanning all 50 states, restoring nearly 27,000 acres and 1,560 miles of river
ways.
2008 Morris donated $4 million to establish the Wonders of the Ozarks Learning
Facility (WOLF) School, a 50,000-square foot education center in partnership with the
Missouri Department of Conservation and Springfield Public Schools that serves as a
national model for outdoor conservation-based education.
2008 Morris donated $1 million to Victory Junction’s Kansas City Camp, a nonprofit
organization that provides life-changing camp experiences to children with chronic
medical conditions or serious illnesses at no cost to the camper or their family.
2009 Lifetime Conservation Achievement Award presented by The Theodore Roosevelt
Conservation Partnership for a grand track record of conservation and in assuring the
future of our shared natural resources and our great sporting traditions.
2010 Johnny co-chaired the Morris-Deal Commission on Saltwater Recreational
Fisheries Management, a national collaboration comprised of leaders from the public,
private and nonprofit sectors. The commission works to influence and advocate for
national policies and regulations designed to ensure the conservation of our saltwater
resources for generations to produce the full range of saltwater recreational fishing’s
economic, social and conservation benefits. One of the Commission’s efforts led to the
successful congressional reauthorization of the Magnuson-Stevens Fishery
Conservation and Management Act in June 2015, the primary statute governing the
nation’s marine fisheries, which advanced many key saltwater recreational fishing
priorities.
2011 Johnny joined President Obama at the White House to announce the Great Outdoors
initiative. Since that initiative Bass Pro Shops has launched programs with the U.S.
Army Corps of Engineers and U.S. Fish and Wildlife Service to get kids and families
outdoors.
2012 The Inaugural John L. Morris Award for Citizen Conservationist presented by the
Association of Fish and Wildlife Agencies in recognition of his lifetime of service to
the cause of fish and wildlife conservation. The award will be conferred annually to a
citizen conservationist who exemplifies John’s extraordinary leadership at the highest
level and steadfast commitment to solving large-scale natural resource challenges.
2013 Johnny served as co-chairman of the National Boating and Fishing Week with U.S.
Secretary of the Interior Sally Jewell.
2013 Donated $300,000 to establish a permanent home for the Catch a Dream
Foundation, a nonprofit organization that provides once-in-a-lifetime hunting and
fishing trips to children who suffer from life-threatening illnesses.
2013 Recipient of the BlueGreen Award, the highest honor presented by the Florida Fish and
Wildlife Conservation Commission for outstanding support of conservation.
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2013 Delivered Ducks Unlimited National Convention keynote address in Portland,
Oregon.
2014 Elected as trustee to Ducks Unlimited Wetlands America Trust responsible for
overseeing the significant endowment and land holdings, including conservation
easements, of Ducks Unlimited, guiding millions of dollars for conservation initiatives.
2014 Recipient of the Eddie Smith Award, the Center for Coastal Conservation’s highest
honor, honoring manufacturers with extraordinary commitment to conservation for his
leadership with the Morris-Deal Commission.
2014 Chairman’s Leadership Award from the National Fish and Wildlife Foundation
2014 The Association of Fish and Wildlife Agencies selected Johnny and Wyoming
Governor Dave Freudenthal to co-chair the National Blue Ribbon Panel on
Sustaining American Fish & Wildlife Resources. The panel convened 20 visionaries
representing the outdoor recreation, retail and manufacturing sectors, the energy
industry, conservation organizations and sportsmen’s groups to recommend
congressional policy options for delivering sustained conservation funding solutions to
states and their partners that maintain a balance between natural resource diversity and
natural resource-based enterprise.
2015 Johnny convened a historically significant National Conservation Summit with the
nation’s foremost conservation leaders. The distinguished group came together in
Springfield, Missouri to discuss key conservation issues and provide input for the
forthcoming Wonders of Wildlife National Museum and Aquarium. The convening
was inspired by a 1908 National Conservation Summit hosted by Theodore Roosevelt
in Washington, D.C.
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National Conservation Summit participants included:
Association of Fish & Wildlife
Agencies
Ron Regan, Executive Director
Boone and Crockett Club
Tony Schoonen, Chief of Staff
Center for Coastal Conservation
Jeff Angers, President
Congressional Sportsmen’s
Foundation
Gary Kania, Vice President
Dallas Safari Club
Ben Carter, Executive Director
Ducks Unlimited
Dale Hall, President
International Game Fish
Association
Rob Kramer, President
James River Basin Partnership
Joe Pitts, Executive Director
Missouri Department of
Conservation
Bob Ziehmer, Director
Missouri Department of Natural
Resources
Sara Parker-Pauley, Director
National Geographic
Crista Gibbons, Senior
Director, Global Corporate
Partnerships
Native American Fish and
Wildlife Society
Fred Matt, Executive Director
National Audubon Society
Glenn Olson, Donald O’Brien
Chair in Bird Conservation
through Advocacy & Public
Policy
National Rifle Association
Wayne LaPierre, Executive
Vice President & CEO
National Wild Turkey
Federation
George Thornton, CEO
Ozark Water Watch
David Casaletto, President &
Executive Director
Quality Deer Management
Association
Brian Murphy, CEO
Southwest Tribal Fisheries
Commission
Stuart Leon, Executive Director
Theodore Roosevelt
Conservation Partnership
Whit Fosburgh, President &
CEO
U.S. Fish & Wildlife Service
Dan Ashe, Director
Watershed Committee of the
Ozarks
Mike Kromrey, Executive
Director
Wildlife Management Institute
Steve Williams, President &
CEO
Wild Sheep Foundation
Buddy DuVall, Executive VP
Development
2015 Donated the funds to create the Ducks Unlimited National Waterfowling Heritage
Center, a free wetlands and waterfowl conservation museum, inside Bass Pro Shops at
the Pyramid in Memphis, Tennessee.
2015 Keynote speaker at the Native American Fish and Wildlife Society annual meeting in
Juneau, Alaska
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2016 Morris founded and launched The George H.W. Bush Vamos A Pescar™ Education
Fund to honor his longtime fishing friend President George H.W. Bush and to support
the Recreational Boating & Fishing Foundation’s (RBFF) Hispanic initiative, Vamos A
Pescar™. The fund allows the organization to target new audiences and grow future
conservationists through programming that targets Hispanic families in key metro areas
of Texas and Florida.
2016 Recipient of the Joe Hamilton Lifetime Achievement Award from the Quality Deer
Management Association.
2016 Recipient of the prestigious Beretta and SCI Foundation Conservation Leadership
Award.
2016 Inaugural recipient of the Lewis and Clark Corps of Discovery National Conservation
Award. This national award pays tribute to Lewis and Clark – explorers, scientists,
entrepreneurs, geographers and diplomats who were the front-runners of conservation
in the United States. The Lewis and Clark expedition, which took place just over 200
years ago, overcame significant challenges leading the “Corps of Discovery” through
unforeseen circumstances and difficulties to achieve their nation’s charge and change
America forever. In this spirit, the award was given to Johnny for his pioneering efforts
in conservation that have changed the natural resource and conservation landscape in
America presented by Ron Regan, Executive Director of the Association of Fish &
Wildlife Agencies and Missouri Governor Jay Nixon.
2017 Recipient of special recognition from the National Wild Turkey Federation in
honor of his unwavering and unsurpassed support of the NWTF mission.
2017
2018
2018
Inaugural recipient of the Elk Country Lifetime Achievement Award from the Rocky
Mountain Elk Foundation.
Honorary chairman of The Everglades Foundation 25th Anniversary “Foreverglades”
Benefit
Recipient of the 2018 Jay N. “Ding” Darling Conservation Lifetime Achievement
Award from the National Wildlife Federation, the United States’ largest private,
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2018
2018
2018
nonprofit conservation education and advocacy organization, with more than six
million members.
Recipient of the Ducks Unlimited Lifetime Achievement Award and the 2018 Ducks
Unlimited Corporate Conservation Achievement Award.
Recipient of the 2018 Conservationist of the Year Award from the Guides and
Outfitters of British Columbia.
Commencement speaker for the University Of Missouri College of Agriculture, Food
and Natural Resources.
Establishing World-Class Conservation and Wildlife Attractions Dogwood Canyon Nature Park
Pristine 10,000-acre nonprofit wildlife reserve
Dogwood Canyon Nature Park is a 10,000-acre nature
lover’s paradise. Developed by Johnny over a 30-year
period, the nonprofit reserve is open to the public and
offers visitors engaging opportunities to connect with
nature through engaging wildlife conservation and
education programs. The park provides an ideal setting for
an array of activities and wildlife sightings including tram
tours through restored native grass pastures with elk, bison
and white-tailed deer, horseback riding through limestone
canyons and guided fishing in pristine streams. The park
also features an historical salvaged grain mill and a conservation center with interactive
classrooms that inspire learning with hands-on plant and animal demonstrations. The center
connects to a playful two-story treehouse that inspires all guests who enter the preserve.
Top of the Rock Ozarks Heritage Preserve and Native American Museum
Featuring one of the most significant collections of Native American artifacts ever assembled
Top of the Rock is a nature-based heritage preserve and
majestic cliff top extension of the award-winning resort
experience at Big Cedar Lodge. Remarkable restaurants
and social spaces with jaw-dropping views accompany
nature-based attractions including the Lost Canyon Cave
Trail, a self-guided electric cart tour through an Ozarks
landscape and cave, and the Ancient Ozarks Natural
History Museum, celebrating the people, wildlife and
history of the Ozarks region. The 462-acre development
also offers award-winning golf and enchanting wedding
and special event venues with genuine Ozarks hospitality.
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Johnny Morris’ Wonders of Wildlife National Museum and Aquarium
The largest, most immersive conservation attraction in the world
There is a new national destination that honors the adventurers, explorers, outdoorsmen and
conservationists who helped discover, develop and preserve the nation we love. Wonders of
Wildlife National Museum and Aquarium, the largest, most immersive conservation attraction in
the world is located in the heart of America in Springfield, Missouri USA. The not-for-profit
Wonders of Wildlife earned major national recognition from USA TODAY when it was voted as
“America’s Number One Best New Attraction” and “America’s Best Aquarium.”
Unprecedented in scale and scope, Wonders of Wildlife is larger than the Smithsonian Museum
of Natural History. With 35,000 live fish, mammals, reptiles, amphibians and birds, the 350,000
square-foot complex is a wonder in and of itself. It contains more than 1.5 miles of trails through
authentic, immersive habitats and features 1.5 million gallons of freshwater and saltwater
aquariums using innovative designs and over-the-top creativity to transport guests to the heart of
the ocean. Wonders of Wildlife is a gift to future generations from Johnny Morris, establishing a
significant not-for-profit conservation attraction and education center in the heart of America.
Beyond its sheer scale and quality, what’s most impressive about the museum and aquarium is its
powerful message to inspire everyone to connect with the outdoors. As the world advances and
more people live and work in major metropolitan areas, it is more important than ever to
preserve and promote outdoor experiences. In a stress-filled world of traffic jams, endless emails,
calls and constant pressure, the best medicine is a peaceful, rejuvenating experience in nature.
Johnny’s goal has always been to make it possible for people to experience the wonders of the
outdoors. The museum and aquarium pay homage to the sportsmen and women of yesterday,
today and tomorrow with the knowledge that the surest way to preserve our rich outdoor heritage
is to expose more people to its awe-inspiring beauty.
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Wonders of Wildlife Highlights:
• 1.5-million-gallon aquarium adventure
• 35,000 live fish, mammals, reptiles and
birds representing 800 species
• Immersive wildlife museum bringing
visitors eye-to-eye with record-setting
game animals from around the world
• Boone and Crockett’s National
Collection of Heads and Horns
• International Game Fish Association’s
(IGFA) Fishing Hall of Fame
• The National Bass Fishing Hall of
Fame
• The National Archery Hall of Fame
• The NRA National Sporting Arms
Museum
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